The Challenge

While the brand had a robust framework of pre defined demand), they were largely functional in nature. The goal was to layer these with real, behavior-led and emotionally resonant insights—going beyond “what” people consume to understanding the “why,” “when,” and “how” in nuanced, grounded ways.

Our Approach

We deployed a hybrid, layered methodology:

• Longitudinal Journals: Week-long real-time mobile diaries capturing 80+ F&B moments through photos, videos, voice notes—enabling contextual behavior      tracking across dayparts and weekdays vs weekends.

• Consumer Co-Labs: Interactive group sessions using mood boards, sensory collaging, and anchored storytelling to unpack emotional and sensory landscapes of each space.

• Social Scraping: Analysed organic posts across platforms to mine authentic articulation and visual storytelling around food, mood, need, and setting.

The Impact

The output was consolidated into a video-rich Demand Space Atlas—a layered map of motivations, behaviors, and emotional triggers across life stages and need states. This helped the brand reimagine its beverage roles with greater cultural congruence, emotional centrality, and future-facing cues. While too early for marketplace  impacts, the study unlocked strategic foundations for innovation, content, and occasion-based planning.

The study also culminated in a standalone video, bringing alive each demand space through real consumer voices, visuals, and emotional cues—turning frameworks into felt experiences.